Enlightenment Longboards is a new company using an online campaign to reach their target audience. Anyone can start longboarding at a young age, or pick it up in their 40’s, and this is the market that the campaign is geared towards. The combination of high resolution longboard and nature photos, aesthetically pleasing fonts, and carefully designed logos will attract the peaceful, outdoors and fun-loving side of consumers.
The banner ad, which is shown at the top of related sites and videos, portrays a simple idea of peace, tranquility, and awakening, which can be connected to the free-flow style of longboarding. The idea of enlightenment comes from the ancient Buddhist belief that you can follow the Noble Eightfold Path in order to cease suffering and achieve self-awakening. The name of the company is an shortened form of the word “Enlightenment,” and this is hinted at by the change in focus just before the name “Lightenment Longboards.” The logo is an appropriation of the Dharma Wheel, which is often used to represent the Noble Eightfold Path. The eight spokes on the Dharma Wheel signify the right view, intention, speech, action, livelihood, effort, mindfulness, and concentration, all of which are utilized and stimulated while longboarding. Another key feature of the banner ad is that the longboard is framed to focus on the lotus flower and the monk smoking, emanating the meaning of peace.
The Facebook ad was created to meet the hosts standards by keeping the characters and the photo within the dimension bounds. The title is bold, linkable, and immediately recognizable as the company name. The caption beside the photo shares a little about the company in a comedic way, while adhering to the concept of the campaign, and sharing the peacefulness and mystery that is Lightenment Longboards. The photo included in the Facebook ad is a board standing on a pathway with a slight eeriness about it because it looks like someone should be holding it up. The grey clouds, the dead trees in the background and the familiar dark logo for the campaign, share the same sort of mysterious atmosphere in order to entice the consumer to investigate further. Also included in the Facebook ad is the simple like button and counter that will allow users to easily perform the action and spread the word.
The newsletter will be sent out to subscribers by email. There will be a place to subscribe on the company website, and more online ads that will link customers to the subscribe page itself. The banner at the top of the newsletter shows a bamboo board leaning on a railing with a river in the background. This board was fitting for this location because of the fish graphics on it. The green wheels also slightly match the company name graphic, and the “March Madness” title, which is written in a crazy (or mad) font and relates to the “Madhatter” coupon code. The next photo in the newsletter shows some of the available boards for sale at Lightenment, and the text shares the sale information with the subscriber. The large footer at the bottom, again portrays the company logo, and it illustrates what a boarder might look like when going into a slide.
This entire newsletter focuses on the strategy of “Call to Action,” which means that it gives the consumer the necessary tools and knowledge to do something with regards to the company. The “March Madness Sale: 5th-10th” title tells the consumer the name and date of the sale, the text tells them what the sale entails, and the footer calls the consumer to check out the YouTube channel in order to raise view counts and popularity.
Enlightenment Longboards Campaign
Mitchell Pateman – 996980227 - February 28th, 2012
Enlightenment Longboards is a new company using an online campaign to reach their target audience. Anyone can start longboarding at a young age, or pick it up in their 40’s, and this is the market that the campaign is geared towards. The combination of high resolution longboard and nature photos, aesthetically pleasing fonts, and carefully designed logos will attract the peaceful, outdoors and fun-loving side of consumers.
The banner ad, which is shown at the top of related sites and videos, portrays a simple idea of peace, tranquility, and awakening, which can be connected to the free-flow style of longboarding. The idea of enlightenment comes from the ancient Buddhist belief that you can follow the Noble Eightfold Path in order to cease suffering and achieve self-awakening. The name of the company is an shortened form of the word “Enlightenment,” and this is hinted at by the change in focus just before the name “Lightenment Longboards.” The logo is an appropriation of the Dharma Wheel, which is often used to represent the Noble Eightfold Path. The eight spokes on the Dharma Wheel signify the right view, intention, speech, action, livelihood, effort, mindfulness, and concentration, all of which are utilized and stimulated while longboarding. Another key feature of the banner ad is that the longboard is framed to focus on the lotus flower and the monk smoking, emanating the meaning of peace.
The Facebook ad was created to meet the hosts standards by keeping the characters and the photo within the dimension bounds. The title is bold, linkable, and immediately recognizable as the company name. The caption beside the photo shares a little about the company in a comedic way, while adhering to the concept of the campaign, and sharing the peacefulness and mystery that is Lightenment Longboards. The photo included in the Facebook ad is a board standing on a pathway with a slight eeriness about it because it looks like someone should be holding it up. The grey clouds, the dead trees in the background and the familiar dark logo for the campaign, share the same sort of mysterious atmosphere in order to entice the consumer to investigate further. Also included in the Facebook ad is the simple like button and counter that will allow users to easily perform the action and spread the word.
The newsletter will be sent out to subscribers by email. There will be a place to subscribe on the company website, and more online ads that will link customers to the subscribe page itself. The banner at the top of the newsletter shows a bamboo board leaning on a railing with a river in the background. This board was fitting for this location because of the fish graphics on it. The green wheels also slightly match the company name graphic, and the “March Madness” title, which is written in a crazy (or mad) font and relates to the “Madhatter” coupon code. The next photo in the newsletter shows some of the available boards for sale at Lightenment, and the text shares the sale information with the subscriber. The large footer at the bottom, again portrays the company logo, and it illustrates what a boarder might look like when going into a slide.
This entire newsletter focuses on the strategy of “Call to Action,” which means that it gives the consumer the necessary tools and knowledge to do something with regards to the company. The “March Madness Sale: 5th-10th” title tells the consumer the name and date of the sale, the text tells them what the sale entails, and the footer calls the consumer to check out the YouTube channel in order to raise view counts and popularity.